The one with the most toys wins

Data of itself is not the persuader or we wouldnt have such well informed smokers.
Seth Godin is suggesting that if you can data mine you'll be ahead of the (marketing) crowd. While data is one of the allies you might align with, of itself it does not have its own trajectory, it does not 'do the work'.
More alliances need to be formed. Instead of 'letting the data do the talking' which patently as shown by the examples Seth Godin points to are not enough, other ways of winning friends and influencing people (and making the world to your liking) might also be considered. For example, providing behavioural clues or examples demonstrating usefulness, consider how you might make the 'better' choice an easier choice, as well as how you might unpeel current attachments. From Latour, it would take a connecting up of favourable alliances, and reducing the strength of others. Putting it crudely, the one with the most toys (ways of doing the attachments, and detachments, and number of attachments able to be brought to bear) wins.